2020/2021 Winners & Shortlists


Product/ServiceEVCAT HIMAYA
CategoryConsumer Services / Business to Business
Idea Creation THENEXT.CLICK Casablanca, MOROCCO
Idea Creation 2 MEDIAMATIC Casablanca, MOROCCO
Media Placement MEDIAMATIC Casablanca, MOROCCO
Production ZIET PRODUCTION Casablanca, MOROCCO

Why is this work relevant for Brand Experience & Activation?

This brand activation shifted the Moroccan perception of Evcat Himaya, a compulsory disaster insurance from a hated government measure to a positive solution by breaking risk assessment bias through a social experiment confronting theoretical debate to real life.


Between 1980 and 2010, 81% of natural disasters in the MENA region hit only 6 countries. Morocco is one of them. So, in 2018, Moroccan Parliament passed a law to create compulsory disaster insurance that would affect insured home and car owners. Moroccan citizens were very angry at this new apparent tax, and saw disasters as the will of God: they were fatalistic about it. The measure took effect in January 2020. Moroccans reacted negatively, and flooded social media with their anger, accusing insurance companies of being thieves, government of making them suffocate with a new useless tax, in a religious-minded country were insurance penetration is already very low, 3,7% . The brief was to convey this awful message to Moroccans: this disaster insurance is mandatory for us all, but this time, it’s a good tax, for a good reason. Evcat Himaya is a real solution to a real issue.

Describe the creative idea (20% of vote)

Studies : Avaibility Bias Most people suffer from poor risk assessment: they judge the likelihood of a situation or an event, or frequency of its occurrence by how easily examples come to mind. People are more likely to get insured against disasters if they lived or know someone who experienced it. Insight : Moroccans trust real people’s testimonies & experiences more than brands, media and the government. The creative idea : Li fatek bhadik lila fatek bhila Will very real and tragic human experience be enough to persuade very angry citizens? For Moroccan it’s a theoretical debate, because they think it will never happen to them. So the idea was to break the theoretical debate by bringing real experience to them in a very unexpected way.

Describe the strategy (20% of vote)

The strategy was to transform the digital hubbub of anger and frustration created by the launch of this compulsory insurance into a social experiment to make Moroccans realize that it is not about a comment, a like, a dislike on social network: it was about events that affect real people, in real life. So we created a real social experiment. 5 real victims that had been through what was recognized by the country as national disasters.

Describe the execution (30% of vote)

Our target was every Moroccan citizen, so we picked a representative sample: unemployed, civil servant, seniors, executive, women, men, young, old, from the rural world, student, religious conservatives. And we asked them to debate about this insurance, we were very transparent, not suppressing or editing harsh talk about government, and the country corruption issues. At the end of this heated debate, we asked them to part in two groups: the pros and the cons. What the cons didn’t know is that the pros were disaster victims and if they were defending this insurance, it was because they knew what it was like to lose everything…

List the results (30% of vote)

The social anger was turning to positive comments and the video made people realize what this insurance can make them avoid in case of disaster. 5 000 000 single views in one week +55 000 interactions positives 10 000 000 Moroccans reached in a week


Name Company Role
QUODS OUAISSI The Next Clic Creative idea and execution
MANAR BIKDIR The Next Clic Copywriter
Video URL